Econometrics for marketing decisions, one case at a time.
Thread · Competitive Path
The one path that starts outside your own data. What their activity structurally costs you, and whether answering it would cost more than it recovers. The path runs Competitive Pressure, Cross-Elasticity, Promo Elasticity.
Here, one case per post, in reading order: where each step changed a decision, and where the file could not answer.
German challenger oat drink brand, about €31M a year, asking whether its excess share of voice paid and where.
A composite case, built from the kind of file we see most weeks: a challenger oat drink brand in Germany, about €31M of annual retail sales in a plant-based dairy category worth roughly €280M. Six brands, one of them twice the size of anyone else.
Filed under Competitive Pressure | Competitive Path | Permalink
UK mattress brand, about £38M a year, asking whether a 30% share of voice meant it could cut £1M of media.
A composite case, built from files we see more often than we would like: a UK mattress brand selling mostly direct, about £38M of annual revenue, in a category of five brands where it holds roughly 17% of value share.
Filed under Competitive Pressure | Competitive Path | Permalink